A Bright e-Commerce Strategy for 2020

Interview: Dwight Holcomb.

Dwight Holcomb is a marketing guru who can come on an explain with this marketing tactic is smart, saavy and why businesses should be capitalizing on this technology.

Video is turning e-commerce cart conversions on their ears! We took a series of pages that took the customer through their e-commerce journey from the first page through check-out and saw an improvement of 80% better conversion rates. 


The concept is fairly simple and seemingly obvious, however, it is surprising to learn that most e-commerce platforms neglect to take action to realize the gains. All that is needed is to add video to each page in the process and spell-out the steps for the customer, in terms so easy, that a 4th grader would wiz through the steps.

The Problem

People are overwhelmed with characters and digits and text coming at them through a firehose, all day, everyday. Everyone is tuning out, whether it be consciously or unconsciously. If a shopping cart sequence is not inherently so simple that a kindergartener could navigate through the steps, you better expect some cart abandonment!

The Solution

The next best thing is to provide an image to show them how to perform simple steps. As “they” say, “A picture is worth a thousand words.” Now, just imagine how many words a video is worth at 30 image frames per second in a 20-second “explainer” video!  Starting to get the “picture”? (see what I did there? Yes . . . pun intended!) 

Putting Your Plan Into Action

The steps are simple: First, look at each page that is needed to get from “introduction” to “thank you” in the shopping cart. Next, write down in one sentence, each step that a user must take on that page, i.e., “Welcome to our store where we fix ABC (the exact problem you fix), so you can have XYZ (the exact benefit solving this problem fixes)! Congratulations on taking the first step to getting LMNOP (another great benefit of your product/service). There are 3 simple steps on this page: First, pick your color. Second, select the size. And, finally, enter the quantity, and then we’ll see you on the next page, where we will determine the final parameters and get you back quickly to doing what you do best . . . whatever it is you were doing before!”

 Continue this process until all pages have the script needed to create the short video that will guide your audience simply and clearly through each step. Finally, be sure to thank them at the end. Having an officer of the company or the CEO give them a personal thank you is best. This personalizes and humanizes the experience and gives your brand a face, which can’t be understated.


The results have been clear in all testing conducted with video. Results as much as 80% and better conversion rates have been reported. The reason is simple. People need some simple hand holding in this complex, fast-paced digitized economy. If they have to think for more than a few seconds to understand your process, understand that they will not stay long and cart abandonment is the result. Eliminate bounces by adding clear, concise video steps to your sequence and thank me when you see the results improve! Commissions will also not be rejected if offered in lieu of thanks! Happy e-commercing!


Available for Interviews: Dwight Holcomb.

Dwight W. Holcomb is the author of the #1 Amazon Bestseller The Lean CMO: How Small Marketing Budget Can Produce Big Results, is a Member of the Forbes Business Council and the host of the business television show, “SaaS CEO Success TV.” The show airs on the C-Suite TV Network which has global distribution in over 59 million households and more than 90 million views per month.

Jo Allison
PR Managing Editor
Success In Media, Inc.

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